Monroe's Motivated Sequence
Structure a persuasive talk in five steps: attention, need, satisfaction, visualisation, action.
A classic teaching framework used for decades in speech courses, with little controlled testing.
Why it works
It walks the listener from caring to acting. Many talks explain the solution before the audience feels the need. Visualisation helps them picture life after saying yes.
How to do it
- Attention: a fact, story or question that wakes them up.
- Need: show the problem and who it hurts.
- Satisfaction: your solution and how it works.
- Visualisation: describe the future with it, and without it.
- Action: one clear step they can take today.
What to say
Last kharif, three of your territories had no rep for six weeks.
Imagine next June with every territory staffed and trained.
Today, pick one territory and we'll start there.
Avoid
Skipping the need step and going straight to your product.
Example
Ravi used the five steps for a ten-minute pitch to a seed company's sales head in Secunderabad. He closed with: choose one territory for a pilot. The sales head chose two.
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